TY  - BOOK
AU  - Levens,Michael
TI  - Marketing: defined, explained, applied 
SN  - 0132177153
AV  - HF5415 .L47568 2012
U1  - 658.8 22
PY  - 2012///]
CY  - Boston
PB  - Prentice Hall
KW  - Marketing
N1  - Includes bibliographical references and index; Explaining -- The meaning of marketing -- The market in marketing -- Planning and marketing in an organization -- A broader perspective on marketing -- Global marketing -- Creating -- Value for customers -- A perspective on consumer behavior -- Consumer insight -- The brand -- Strategizing -- Segmenting, targeting, and positioning -- The marketing plan -- Managing -- Product and service strategies -- Pricing strategies -- Supply chain and distribution strategies -- Consumer-influence strategies -- Retailing and wholesaling -- Marketing communications : advertising and sales -- Personal selling and direct marketing strategies -- Integrating -- Integrated marketing communications -- The marketing mix -- Marketing measurement
ER  -